Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue
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Woodside, Arch
Date
2010Type
Journal Article
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Woodside, A. 2010. Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue. Psychology & Marketing. 27 (6): pp. 531-540.
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Psychology & Marketing
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Abstract
This introduction reviews core principles of storytelling theory. The article explains basic propositions of good storytelling. A brief summary of each of the six articles that follow appears. The article extends a note of appreciation to the members of the special editorial board for this issue and to Rajan Nataraajan.